Consumer Behavior and Brand Names

Paper Summary:

This paper compares three dominant globally-recognized brands and ascertains the brand names' performance on influencing consumers. It specifically focuses on the brands of Disney, specifically their entrance into Europe with EuroDisney, Nike and the development of their global brand and the rapid ascension of Starbucks' as a global brand. The paper looks at the attributes of brand names and their unique market position.

Table of Contents:
Introduction
Examples of the Effects of Brand Names
Conclusion and Recommendations

From the Paper:

"In conclusion, the role of the Disney brand and its decisions to allow French managers to eventually run EuroDisney, the decision by Nike to enhance and strengthen their distribution channels to strengthen their branding, and the deliberate attempts by Starbucks' to create stores that encourage social networking, team meetings and collaboration have all led to the strengthening of these brands. The role of their names, when taken into the context of the framework as defined by Keller (2000) also highlight how critical the synchronizing of multichannel management, integrated marketing communications, and distribution-specific decisions are critical to overall brand value and the continual growth of brand equity."

Sample of Sources Used:

• Forman, Janis. 1998. "Corporate Image and the Establishment of EuroDisney: Mickey Mouse and the French Press" Technical Communication Quarterly. Summer 1998, Volume 7, Number 3 (Pages 247-258)
• Keeping Nike on the right track. 2005. Strategic Direction 21, no. 11 (November 1): 15-18. http://www.proquest.com / (accessed October 30, 2007).
• Keller, Kevin (2000).The Brand Report Card. Harvard Business Review. January-February, 2000, 3 - 10.
• McKinsey & Company (2007) - The New Rules of Branding. David C. Court, John E. Forsyth, Greg C. Kelly and Mark A. Loch. Accessed from the Internet on September 30, 2007, from the following location: http://www.mckinsey.com/practices/marketing/ourknowledge/pdf/WhitePaper_NewRulesofBranding.pdf
• Saseen, Jane. 1993. "Disney's bungle book". International Management. July - August 1993. v48. Page 26

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